From idea to business starting in a corner of a Brookvale kitchen, Zoe and Guy tested products at local markets in Warriewood, Palm Beach and dog parks like Bayview. Today, Pip Eats produces heart shaped patties, treats, bone broth and birthday cakes for dogs, all made locally with restaurant quality ingredients and 100 percent home compostable packaging.

"We started small, tested everything in person and learned what customers really wanted before we invested more."
Tip: Test your idea in a small local setting first and learn what works before investing big.

Standing out from the crowd
Pip Eats stands out by meeting the international AAFCO nutritional standard for both meals and treats. In Australia, nutritional standards are not regulated, meaning many pet food brands do not meet any standard at all. Almost half of Australian dogs are overweight, so Pip Eats meals are low fat, low carb and high protein. Everything is made in their NSW Department of Primary Industries and Regional Development accredited kitchen by their small team, with no contract manufacturing and no hidden fillers.

"Pip Eats is about being fully transparent – showing how we make our products and why they are different."
Tip: Be transparent and show what makes your product stand out.

Marketing and growth
Marketing began with face to face customer conversations at markets and events. Zoe focused for over a year on Northern Beaches customers before expanding to NSW, Queensland and Victoria. Growth now comes from weekly social media content, Facebook and Instagram ads, partnerships with local stockists and community events like the Doggy Dash with The Mona Pub. Loyal customers can also get free local delivery through Bundlfresh.

"If you do not know who is buying your product and why, then technology will only take you so far."

Top marketing tips:

• Know your customer before you scale
• Keep showing up and talking to people in person
• Use social media to educate and build trust
• Partner with local businesses to increase reach

Building a loyal customer base
Many customers have small, fussy dogs who love human style food. Pip Eats meals are human grade but nutritionally balanced for dogs. Personal service, like delivering food on the way home, keeps customers loyal.

"If a local customer runs out of dog food, we will often drop it off ourselves on the way home."
Tip: Know your customer and add personal touches that make them feel valued.

Overcoming challenges
Building a compliant commercial kitchen in Brookvale took more than a year while running the business. Zoe, Guy and Zoe’s 81 year old dad did much of the work themselves, even building the cool rooms.

"Persistence and the right help were the only way through."
Tip: Big projects always take longer than expected. Persistence and the right help are key.

Life on the Northern Beaches

Life on the Northern Beaches gives Zoe inspiration and community support. She enjoys meeting happy dog customers at parks and shops, and loves the artisan business energy in Brookvale.

"The support of the local community has been amazing – people really want to see you succeed."

Looking ahead
Pip Eats recently launched Excellent Emu meals made with fresh farm sourced emu, organic liver, cauliflower, baby spinach, apple and peach. They are low fat, high protein and already popular. Christmas will bring back Turkey Dinner boxes, Terrific Turkey Treats in eco packaging and possibly new Aussie Emu Christmas Treats.

"We keep refreshing our range so customers always have something new to look forward to."
Tip: Keep optimising your products to keep them fresh and exciting to customers.